Building on local energy for the Las Vegas Aces, this yearâs edition of All-Star Weekend (ASW) was hosted in the cityâs scorching heat on 14 and 15 July. Selected players compete in the All-Star Game, but players also fly in to cheer for their teammates, participate in brand activations and bring their presence closer to fans. Similar to record-breaking viewership during this season, the 2023 All-Star Game experienced an average of 850,000 viewers, which makes it the most-watched edition in 16 years.
A recent report by Kantar reveals that womenâs basketball is more popular with gen Z than with American sports fans overall: compared to the 21 per cent of American sports fans across all ages who identify as Womenâs National Basketball Association (WNBA) fans, the gen Z demographic has an increased fanbase of 27 per cent. These statistics are similar to a gen Z interest in National Collegiate Athletic Association (NCAA) womenâs basketball players and point to an industry-wide bridge between the WNBA and college players, like the Jordan Brand hosting a 3v3 Youth Tournament hosted by Kiyomi McMiller during ASW.
Travelling with a multi-generational roster of NIL and WNBA athletes, the Jordan Brand provides opportunities for rising players and their fans to start participating in the momentous weekend. While McMiller and Kiki Rice are the brandâs first signed NIL athletes, a Jordan Brand spokesperson says their work with the ânext generations of female basketball players is a testament to the brandâs commitment to deepening connections to the game and culture at large.â Highlighting relatable, rising talents instead of aspirational, established players offers a fresh approach to making the league more accessible to new audiences.
Studying the All-Star Game reveals another historic milestoneâitâs the first time that the Jordan Brandâs Jumpman logo appears on playersâ jerseys. Stamping an official endorsement on the leagueâs sportsmanship and style, this detail invites a wider audience to find those Michael Jordan levels of energy in the WNBA. Within the Jordan Brandâs athletes, Satou Sabally and Rhyne Howard are two younger All-Star players who broadcast their personalities, style and impact on the game through social media.
Saballyâs rising reputation as an athlete includes achievements like her signature sneaker, a graffiti-patterned Air Jordan 37. Describing herself as âsophisticated,â she plays with an inspirational combination of strength and feminine style. The Dallas Wings player believes that this empowerment impacts a younger generation of fans, âWhen little girls watch us play basketball and have that swag about us, and we look good, there’s so much attention and glamour around it. It elevates basketball, too.â
âNow, the Jordan Brand is [showing] that womenâs basketball is coming up, and it shows in people watching, people are excited on social media,â says Satou. âIncreased engagement also means increased attention on style and highlighting individual stories, thatâs also something beautiful that comes out of that.â
Working with stylist Olive Duran, Sabally resonates with a younger generation in her pre-game outfits. Sheâs stepped up her style, expressing her personality through trending pieces like a tiger-striped Ganni dress and a printed mesh top from Jean Paul Gaultier, all styled with Jordan sneakers.
As the No. 1 overall pick in the 2022 WNBA Draft, Rhyne Howard has hit explosive game highs in her first two seasons with the Atlanta Dream. Apart from signing a multi-year deal with the Jordan Brand, Howard works with Xbox to amplify the presence of WNBA players in the NBA 2K23 and 2K24 franchises.
Score More With Xbox đź Xbox and I are teaming up to reward you in NBA 2K23!
— Rhyne Howard đ€đŸđł (@howard_rhyne) November 17, 2022
This weekend, @Xbox is offering Free Play Days in NBA 2K23. Purchase NBA 2K23 during the Xbox Black Friday Sale and receive a special NBA 2K23 in-game bundle.https://t.co/nuXZ76NG4U pic.twitter.com/KFw2c8NTRv
Confirming her potential reach beyond the court, gamers have noted Howard within the top 20 of the highest 2K ratings for WNBA players. Putting on an impressive show affects more than the actual season statistics, Howard says sheâs focused on âmaking the games a little bit more fun to watch for the fans buying into it.â
TikTok offers a platform for both players and content creators to introduce the league while avoiding the stiffness of traditional sports media. Perfect for highlighting the gameâs buzziest moments, showing exclusive locker room shenanigans and answering fan questions on LIVE, the leagueâs official account boasts 1.3 million followers, Sabally has 12.4K followers and Howard has 19.7K followers. From established players like Las Vegas Acesâ reigning MVP Aâja Wilson, who has 102.6K followers, to younger players like this yearâs No. 1 draft pick Aliyah Boston, who has 83.3K followers, TikTok introduces new fan-player interactions.
@auntienae95 All star vibes with my friends đ€© #wnbaallstar #wnba #auntienae #dance
⏠Get Loose - Huncho Da Rockstar & Kblast
Howard and Boston appear in TikTok dance videos with Auntie Nae, a basketball coach-turned-influencer. âTheyâre super relatable, and Iâve enjoyed seeing the rookies step into their own and be a part of this turning point,â shares Auntie Nae. âAll of them have great personalities outside of the court that draw fans in, too.â
Emphasising players as people, she adds that âthe stats, wins or losses, are always popping up, but to see your favourite player do a TikTok reminds you that theyâre more than what they do with a basketball.â After attending this yearâs draft and ASW, sheâs set a goal of attending as many in-person games as she can.
As the WNBA continues to play out its 27th season, keep an eye on these younger players as they continue to change the game, on- and off-court.